“Plus-size fashions have been a top requested category from our customers for quite some time,” says Yona Shtern, CEO of Beyond the Rack. “Providing plus-size customers with an equally broad assortment of goods tailored to a variety of shapes and sizes—in a dedicated shopping destination—was a priority for us.”

My Curvy Closet will feature 10 sales per week, with offers e-mailed to members. Products will sell for up to 80% off regular prices.

In July 2011, Beyond the Rack bought flash-sale site BeautyStory.com’s customer list of more than 100,000 members. BeautyStory.com shut down its site and Beyond the Rack continued to serve its shoppers. A spokeswoman for Beyond the Rack said that deal had nothing to do with today’s launch of My Curvy Closet.

Beyond the Rack says that 8 million consumers in North America have signed up for its offers.